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GEMBA | Sport & Entertainment Insights

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GEMBA | Sport & Entertainment Insights COVID-19: QUICK 3 THREE QUICK INSIGHTS INTO AUSTRALIAN SPORTS & ENTERTAINMENT CONSUMER SENTIMENT DURING THE COVID-19 SHUT-DOWN 7 APRIL 2020 GEMBA© 2020 QUICK 3: COVID-19 SPORT & ENTERTAINMENT INSIGHTS 1. Significant risk for subscription sports services (Foxtel, Kayo, Optus Sport), with over 40% of the sport subscription market recently unsubscribed or considering unsubscribing. 2. Mixed opinions on how some sports organisations are handling the COVID-19 crisis. Almost a quarter of Australians think the AFL, NRL, A-League and Rugby Australia are handling it poorly, but others say they are handling it well. Olympics, Cricket Australia and Supercars are perceived more positively. 3. Looking ahead to when the crisis is over, currently many Australians think they will spend more time with family than they used to, but less time attending live sport and music, or going to the cinema. 2 GEMBA© 2020 SUBSCRIPTION SPORT TV AND STREAMING SERVICES 41% OF FOXTEL SPORTS, KAYO AND OPTUS SPORT SUBSCRIBER MARKET MAY BE AT RISK Current considerations around subscription sports packages Customers lost or at risk for subscription sports providers 66.7% 100% 33.3% 41% 59% Currently have Foxtel’s Considering Recently Considering Sports Don’t subscribe, Total Sports pack, Kayo or subscribing unsubscribed unsubscribing subscription and not Population Optus Sport and will market considering continue to subscribe Q. Thinking about how people watch sport, which of the following statements best reflects your current situation? 3 GEMBA© 2020 SUBSCRIPTION SPORT TV AND STREAMING SERVICES SEARCH TRENDS INDICATE A SUDDEN SLOW-DOWN IN INTEREST FOR SPORTS STREAMING SERVICES Search Interest "Kayo" "Optus Sport" Round 1 100 Round 1 80 60 40 20 0 7 Jan 14 Jan 21 Jan 28 Jan 4 Feb 11 Feb 18 Feb 25 Feb 3 Mar 10 Mar 17 Mar 24 Mar 31 Mar Source: Google Trends Australia Suspended 4 GEMBA© 2020 PERCEPTIONS OF SPORTS ORGANISATIONS’ HANDLING OF THE SITUATION MIXED OPINIONS ON HOW SPORTS ORGANISATIONS ARE HANDLING THE SITUATION Perceptions of sports organisations’ management of COVID-19 crisis 100% 17% 16% 16% 19% 24% 30% 25% 75% 50% 61% 61% 53% 68% 70% Handling the situation well 57% 64% Handling the situation average/OK 25% Handling the situation poorly 23% 22% 23% 16% 13% 11% 11% 0% AFL NRL Rugby A-League Australian Cricket Supercars Australia Olympic Australia Committee Q. A number of sporting codes are handling the COVID-19 crisis in different ways. For each of the following sporting codes please indicate whether you think they are handling the situation well, average, or handling it poorly 5 GEMBA© 2020 FORECASTING CONSUMER BEHAVIOUR POST-LOCKDOWN AUSTRALIANS PREDICT THEY WILL SPEND MORE TIME WITH FAMILY POST-LOCKDOWN, BUT POTENTIALLY LESS ATTENDING EVENTS AND CINEMA Claimed forecast behaviour when social life can resume as before More than before 15% 39% 8% 6% 6% 6% 21% No change 57% 67% 55% 55% 55% 44% 42% 17% 37% 35% 18% 39% 39% 39% Less than before Attend live Watch live Attend live Go to an Go to an Spend time Spend time sporting sport on TV/ music events indoor outdoor with family with friends events streaming cinema cinema Q. Thinking about when the current COVID-19 crisis ends – and social life can resume as before – for each of the following activities would you expect to do less than you did before, the same as before, or more than before? 6 GEMBA© 2020 • Gemba conducted this poll of Australians over the weekend 3-5 April 2020 • Nationally representative sample n=305 Visit www.thegembagroup.com/insights 7 GEMBA© 2020 .
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